Information systems in marketing: Identifying opportunities for new applications
Abstract
Analyses traditional management marketing information systems (MkIS) as well as the more operational day‐to‐day sales and marketing process‐oriented MkIS, by the type of use and organizational position of users. Presents a framework relating MkIS to other organizational IS, based on marketing management processes which facilitate the search for new applications and opportunities for redesigning marketing and other management processes in a more innovative way using modern information technology. Describes in more depth the functionality and information content of MkIS sub‐systems and marketing– and management‐related organizational IS in order to make the framework useful and applicable for practitioners.
Keywords
Citation
Talvinen, J.M. (1995), "Information systems in marketing: Identifying opportunities for new applications", European Journal of Marketing, Vol. 29 No. 1, pp. 8-26. https://doi.org/10.1108/03090569510075307
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited